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Global Key Account Management

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  • I think one major difference between KAM and traditional selling is, traditional selling is focussed on closing a sale only while KAM is focussed on what happens after the sale is closed, basically relationships to enhance more closed sales in future. Among companies that were quick to embrace KAM include HP, Xerox and IBM
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  • Great presentation. One of the most common questions I get asked is what is the difference between KAM and traditional selling. I put together a quick checklist to answer that question as I think that is always a good starting point

    http://www.handkamme.com/quickcomparisonguide/
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  • 1. Benny Nyberg Global Key Account- Program/Project Manager Key Account Management January 3, 2009
  • 2. Benny Nyberg PMP Global Key Account- Program/Project Mng For Customer Satisfaction and Predictable Value CreationFor Customer Satisfaction and Predictable Value Creation - 2 - What is Account Management?  An ongoing relationship aiming to maximize benefit for both customer (the Account) and supplier  Key Account sales typically include a variety of deliverables, e.g. capital equipment, systems or solutions, products and services  A Global Account is served in both domestic and international locations  A large account may have a number of concurrent contracts/projects with several project or contract managers each responsible for their deliverables
  • 3. Benny Nyberg PMP Global Key Account- Program/Project Mng For Customer Satisfaction and Predictable Value CreationFor Customer Satisfaction and Predictable Value Creation - 3 - Account Management resources and process  Each account team is staffed with resources matched to the complexity of their deliverables and overall needs for serving the account  Maximized value is provided by resources mastering and maintaining a vast knowledge of the customer's business, competition and latest industry news  Consistent service, contract delivery and fulfillment of customer expectations is managed using common lean processes
  • 4. Benny Nyberg PMP Global Key Account- Program/Project Mng For Customer Satisfaction and Predictable Value CreationFor Customer Satisfaction and Predictable Value Creation - 4 - Account Manager responsibilities  The Account Manager serves as the primary business contact for the customer and is ultimately responsible for customer satisfaction  The AM must possess excellent knowledge of the customer's business, competition, latest industry news and the capabilities of his/her company  The AM consistently provides excellent customer service and is an ambassador for the account and his/her company, i.e.  represents the client needs and goals within the organization  represents the company’s interests in all transactions and effectively communicates all offerings to the customer
  • 5. Benny Nyberg PMP Global Key Account- Program/Project Mng For Customer Satisfaction and Predictable Value CreationFor Customer Satisfaction and Predictable Value Creation - 5 - Account Management responsibilities  The AM works closely with each project team to maintain a continuous knowledge of project status in order to identify potential issues and/or opportunities within or related to the project  The AM has the overall responsibility to ensure  that client issues are dealt with in an efficient manner  conflict resolution and contract compliance  that all processes and procedures are completed and quality standards are met  The AM is always aware and in pursuit of opportunities for account growth and new business
  • 6. Benny Nyberg PMP Global Key Account- Program/Project Mng For Customer Satisfaction and Predictable Value CreationFor Customer Satisfaction and Predictable Value Creation - 6 - Account Manager abilities  The AM must be an excellent communicator, relationship builder and leader, to  communicate well with customer personnel at all levels, gather information and understand their needs  encourage new and repeat business opportunities  lead and mentor account teams with a customer first attitude  A Global AM needs good cultural awareness and be sensitive to different expectations and ways of doing business

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